Netflix, Mattel, and Hasbro Unite for Massive KPop Demon Hunters Toy Line

KPop Demon Hunters is no longer just a streaming sensation – it’s about to become a full-blown pop-culture empire. Netflix has officially confirmed a powerhouse partnership with both Mattel and Hasbro, marking one of the most ambitious crossovers between entertainment and merchandise in recent memory.

The deal gives the two toy giants co-master licensing rights to produce an expansive line of dolls, collectibles, and games inspired by the record-breaking animated film.

Netflix’s Chief Marketing Officer, Marian Lee, described the collaboration as “a celebration of fandom.” She noted that the movie’s heroes – Rumi, Mira, and Zoey – have inspired a wave of creativity and fan enthusiasm unlike anything the platform has seen before. “From flash mobs to global cosplay, the HUNTR/X fandom is alive and unstoppable,” she said. “Partnering with Mattel and Hasbro lets fans bring that world into their hands – literally.”

Under the deal, Mattel will develop a complete toy universe for KPop Demon Hunters, starting with a sleek three-pack HUNTR/X doll collection launching for pre-order on November 12, 2025. Fans can expect playsets, accessories, and even special collaborations with other Mattel franchises – a Barbie crossover isn’t off the table. Considering Mattel’s expertise in fashion dolls and collector editions, the design potential for this line is enormous.

Hasbro, on the other hand, will bring the franchise to the gaming and electronics side. Its first major release – Monopoly Deal: KPop Demon Hunters – is already available for pre-order at major retailers including Amazon, Target, and Walmart, and ships January 1, 2026. Future Hasbro releases are rumored to include smart plush toys with sound-reactive features and light-up accessories tied to the music and action from the film.

Although fans are thrilled, some are frustrated that the first full wave of toys won’t hit stores until spring 2026, potentially missing the lucrative 2025 holiday season. Analysts suggest that Netflix and its partners may be aiming for a longer-term merchandising strategy rather than a quick turnaround. Still, the timing echoes the early days of merchandising booms like Fortnite and Skylanders, where the right products at the right moment turned fandom into empire.

Whether this will mark South Korea’s own “Kung Fu Panda” moment – the birth of a truly global animated brand – remains to be seen. But one thing is certain: KPop Demon Hunters has already leapt from being a hit movie to becoming a lifestyle, blending pop music, heroics, and collectible culture into a single, unstoppable movement.